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ANYONE FOR TENNIS?

POLO RALPH LAUREN could soon be one of the biggest names in tennis after signing up to take over Fifa's 20-year sponsorship deal with the United States Tennis Association, which is in charge of the Grand Slam US Open tournament. The four-year contract will increase Lauren's international visibility considerably, since the tournament boasts over 600,000 visitors annually and was watched by over 86 million television viewers last year. "Tennis has been something we have been looking at… how to get a better foot in the game," Lauren, whose company is thought to have spent up to $20 million on the deal, told WWD. "The US Open is the ultimate prize because it is such an upscale event. It is the most prestigious tennis event in America, if not the world, and it attracts the highest calibre audience and the best players in the sport, so we are very proud to be a part of it." In addition to the sponsorship Polo are planning an ad campaign starring up-and-coming tennis star Scott Oudsema, an 18-year-old player who has already won three junior Grand Slam tournaments. "He is vibrant, talented and someone we think is definitely on the way up," continued Lauren. "In tennis, everything is about the future. He is definitely a hopeful." Since New York Fashion Week begins during the second week of the tournament, Lauren said that discussions were underway to join the two events in some way, either with a joint ad campaign or a live event. (March 14 2005, AM)